Search engine traffic is one of the main drivers of eCommerce sales. But competition is high, and paid promotion alone is expensive. One of the solutions is SEO: competent optimization that will help a store to appear higher in Google, attract a “warm” audience, and increase profits.

In this article, the Promodo team will explain step by step how to set up SEO promotion of an online store: from technical SEO audit to optimization of content and product pages.

What Is eCommerce SEO

eCommerce SEO is a set of actions to improve the visibility of an online store in search engines. Unlike classic SEO for a blog or corporate website, here we work with a large number of pages: categories, product cards, filters, tags.

Why Is SEO Critical for eCommerce Sites?

According to BrightEdge research, more than 53% of traffic to eCommerce sites comes from organic search. This means that most of your potential customers search for products on Google. If your site is not optimized, you simply won't appear in the search results.

SEO for eCommerce sites is especially important for online stores with similar products - it can become a competitive advantage.

SEO Features for Online Stores

Promoting an online store is always a more difficult task than optimizing a blog or landing page. That is why standard SEO methods do not always work here.

1. Large number of pages

An online store can have thousands of products, dozens of categories, and hundreds of tags. This creates problems with indexing (not all pages are included in Google) and the risk of overloading the crawling budget (Google simply does not have time to crawl all the pages).

• Prioritize important pages in the sitemap.
• Use noindex for secondary or temporary pages.
• Block duplicates (for example, product variations by color) through robots.txt.

2. Filters = SEO headache

Filtering by size, color, brand, and price is user-friendly, but can create thousands of URLs with non-unique content.

For example:

/krosivky?color=white&size=42

/krosivky?size=42&color=white

These are different URLs, but they duplicate the content.

• Use the canonical to the main category page.
• Avoid indexing filters without unique content.
• Choose which filters have SEO value (for example, /krosivky/nike/ is yes, and /krosivky?sort=price_desc is no).

3. Duplicate pages

These can be pages of the same product with different URLs (due to sorting, filters, UTM) or products with the same descriptions (copying from the supplier).

• Conduct regular duplicate content audits in Ahrefs.
• Create unique content for important pages: categories, bestsellers, new products.
• Use rel=canonical to avoid weight split between copies.

4. Frequent changes in the assortment

Products disappear, new ones appear, URLs break, which negatively affects eCommerce SEO statistics.

• For temporarily unavailable products, a page labeled “Out of stock” rather than 404.
• For permanently removed products - 301 redirect to an analog or category.
• Do not change the URL unnecessarily: changing the structure = loss of positions.

5. Poor quality of product cards

The description “Men's jacket, 100% polyester” does not work for SEO for ecommerce sites. Most product cards have no chance of ranking if they are not optimized.

• Add unique descriptions, keywords, FAQ blocks, and reviews.
• Make cards entry points - this will allow not only categories to rank, but also individual products.
• Use Schema.org for products (price, rating, availability).

These features are just the tip of the iceberg. But if you take them into account when developing your strategy, your eCommerce site will become visible on Google.

How to Analyze Competitors for an eCommerce Website

To outperform your competitors in search, you need to know who they are, what queries they use, and what strategy they use. SEO for eCommerce is not only about your own website, but also about understanding the market.

1. Find your real competitors in the SERPs

Your SEO competitors are not always those who work in the same niche. These are primarily those who take clicks.

1. Enter key phrases in the search (for example: “buy nike sneakers”, “women's coats Kyiv”) - write down the sites that constantly appear.
2. Check in Ahrefs → Site Explorer → Organic Competitors tab.
3. In Semrush, use Domain Overview → Competitors.
4. Don't ignore marketplaces like Rozetka, Prom, Allo, which can also be real competitors.

2. Evaluate the structure of your competitor's website

Understanding the structure of your competitors' websites allows you not only to “peek” at how their catalog is organized, but also to see which pages they are pumping, how they distribute semantics, and where the main entry points from Google are. This is useful for building your own category logic, internal linking, and planning future SEO landing pages.

Pay attention to:

• URL structure: whether there is logic, whether keys are used.

If your competitors' URLs include keywords, this indicates that the structure is manually customized. Such URLs are better perceived by both search engines and users.

• The structure of categories and subcategories:

Is there a division by seasonality, brands, styles? Do they create pages for collections, trends, types of requests? If so, it means that they focus not only on the catalog structure but also on search intentions.

• How are the filters organized - are they indexed?

Tip: Copy the filtered URL (e.g. /female-jacket?brand=Columbia&season=winter) and check in Google to see if it is indexed. If it is, your competitor is letting the filters get indexed. He may have optimized these pages as additional SEO landing pages.

3. Number of pages in the SERP + indexing

One of the fastest ways to assess the scale and quality of a competitor's SEO configuration is to see how many of their pages are in the Google index. This allows you to understand:

• How well the indexing is configured.
• How much unnecessary “garbage” gets into the search results.
• Whether the pages of filters, tags, sorting results are displayed, which can create duplicates and “eat up” the crowding budget.

To find out the number of pages on your website that are indexed in Google, use the site: search operator. Enter it in the Google search bar and then add the website address. For example, site:yourdomain.com. Google will display the results that it considers to be indexed.

4. Analyze traffic and the pages that generate it

Just knowing that your competitor is ranking is not enough. You need to clearly understand which pages bring them traffic, which keywords drive users, and what strategy is behind it.

1. Checking the top pages by organic traffic

What to watch:

• What pages are driving the most traffic? (Categories, product cards, branded subcategories, blog)
• What is the URL structure of these pages?
• Which ones are evergreen and which ones are seasonal?

Tools:

• Ahrefs → Site Explorer → Top pages
• Semrush → Organic Research → Pages
• Similarweb → Website Performance → Pages

For example, if you see that a competitor's page receives 20% of all traffic, this is a signal to create a similar SEO page with better content, better delivery terms, reviews, or even videos.

2. Research which keywords lead to these pages

Check the top keywords for which the page is ranked. Go to Ahrefs → Organic Keywords or Semrush → Positions.

Pay attention to:

• Keyword frequency;
• Position in the SERP;
• Type of query (informational or transactional).

If a category receives traffic not only for “buy Nike sneakers” but also for queries such as “the most comfortable running shoes” and “men's nike zoom air”, it means that the page has content that meets these queries.

3. Check if your competitors use SEO landing pages

Sometimes pages do not have an obvious place in the navigation, but they bring traffic. This may be the result:

• campaigns for promotions (for example, /black-friday-smartphones/);
• pages for filters or combinations of queries (/krosivky/nike/bilyi-dlia-bihu/);
• tests, guides, comparisons.

Pay attention to the following pages:

• Are they optimized for keywords;
• Do they have unique text, meta tags, micro-markup;
• Are they included in sitemap.xml.

4. Blog or content pages

If a competitor is actively using a blog, be sure to analyze what topics they write about and which articles bring traffic. This works as pre-sale content - it leads the user from search and then leads to a purchase.

Studying pages that actually bring traffic to a competitor is the most useful part of the analysis. You can immediately see what works in the market, what queries bring in sales, and what page formats you should implement: SEO categories, landing pages for filters, content articles, or guides.

5. Backlinks: who mentions competitors and in what context

The more authoritative sites link to a competitor, the higher its pages can appear in search. That is why analyzing competitors' backlinks is a must-have step when developing an SEO strategy for an online store.

What to analyze in a competitor's backlink profile?

1. The number and quality of donors. In particular, the number of unique domains, the quality of donor sites (trust, topic, traffic), and the dofollow/nofollow ratio.

If the majority of the competitor's links are from directories, unauthorized forums, or "spammy" blogs, this is a weakness.

2. Anchor text. This is the text that the user clicks on. Analysis of anchors will allow you to understand which keywords the competitor is “pumping”, whether there are attempts at manipulation (over-optimized anchors), and which brand queries appear.

If a competitor often uses the anchor “buy a women's coat,” it is likely that they are purposefully building links for this query.

3. Which pages the competitor considers to be a priority for SEO. See where exactly external links lead. For example, if there are 15 links from review sites and blogs to a page in a particular category, this category is in focus for them.
4. Where competitors get their links from. Look at what types of sites your competitor gets mentions from. If, for example, they actively use PR or link building on third-party sites, this is a sign that you should also think about an outreach strategy.

Keyword Research for eCommerce

There is a nuance in the selection of keywords for online stores that is often ignored by beginners: category and product queries are not the same thing. Category queries are usually broader (for example, “women's sneakers”, “smartphones under 10,000”) and are more often searched for by users. And product queries are specific (“Nike Air Zoom Pegasus 40”) and are already close to purchase.

Features of Search Phrases for Categories and Products

Semantics should cover three types of queries:

• Commercial - the basis for categories and filters (“buy women's boots”, “Trek bikes”);
• Brand - create the potential for subcategories (“Columbia jackets”);
• Informational - ideal for pre-sale content, blogs, or advice sections (“how to choose a laptop for studying”).

Promodo experts advise to divide requests by page type at the start.

• For categories, broad commercial queries such as “women's coats” or “smartphones up to 10,000 UAH” work better - these are the wording users enter when looking for an assortment to choose from.
• For product pages, you should collect more specific keywords, such as “Samsung Galaxy A55 black buy”. These are high-converting queries that reflect a clear desire to buy a specific model.

Use Aggregators to Collect Keywords

To find ideas, you should explore Amazon, Temu and other large platforms. Aggregators are a real repository of real wording used by users to search for products. Promodo experts advise to include them in a mandatory semantics research program, especially at the stage of creating the structure of an eCommerce site.

What to analyze on marketplaces:

• Category names. Often they contain high-frequency queries formed based on user behavior.
• Filters and parameters. Each filter is a potential low-frequency query that can be used. Combinations of filters tell you which SEO landing pages are worth creating.
• Product titles. Product titles often include key features that customers are looking for: “Samsung Galaxy A55 8/128 GB Black”. This data can be used as spot keywords for product pages or dynamic templates.
• User reviews. Reviews often contain household phrases, synonyms, and alternative names. This helps to find “unexpected” keywords that Google Planner does not always show.

Collecting Keywords for Categories Based on Competitor Analysis

Competitor research gives you an understanding of which keywords are already working in your niche and allows you to see weak or untapped pages in your structure.

How to do it:

• In Ahrefs → Site Explorer → Organic Keywords, enter the competitor's domain. You will see the queries, positions, landing pages, and traffic volume.
• In Serpstat → SEO Analysis → Keywords, you can also see the frequency, positions, type of query, and the page it leads to.

Also pay attention to:

• Which queries drive traffic to categories or subcategories.
• Whether the pages are optimized for specific product characteristics (brand, color, seasonality).
• What phrases can be added to your semantics - especially long-tail or combined queries.

How to Effectively Select Keywords Using Wikipedia

Promodo experts advise using Wikipedia to:

• Identify subcategories and related concepts,
• search for synonyms and alternative names,
• build semantic clustering logic for categories and filters.

Wikipedia is especially useful at the stage of expanding the catalog structure - when the basic queries have already been covered, and you need to find niche pages that will bring in additional traffic from less competitive keywords.

Tools for Collecting Keywords

Recommendation from Promodo experts: Use several tools in parallel - this gives you a wider coverage of queries, allows you to check the frequency and competitiveness, and form accurate clusters for the structure of the online store.

How to Organize the Structure of an eCommerce Website

Formation of semantic groups for categories and products

1. Gather complete semantics: through Ahrefs, Serpstat, Google Keyword Planner, aggregators, and competitor analysis.
2. Cluster queries by intent (informational, commercial), structure, and product type.
3. Assign each cluster its own landing page: a category, subcategory, filter, or separate SEO landing page.

Avoid duplication: one page - one cluster. This will help avoid cannibalization and improve relevance.

For projects with a large assortment, it is better to build a structure based on semantics right away rather than adjusting it later. This will simplify indexing and allow you to more accurately hit the search intentions of users.

Clustering blog content to increase SEO traffic

After you have formed semantic groups for categories, you should think about supporting content. A blog is not just an addition to an online store, but a tool that helps:

• cover information requests that are not suitable for commercial pages,
• strengthen the thematic relevance of the main categories,
• attract a new audience at the top of the funnel.
• articles use secondary keys that are not included in commercial landing pages but have a frequency.
• blog materials are linked to categories through internal links - this strengthens the cluster in the eyes of Google and improves rankings.

For example, here is an eCommerce project with a wide range of products that combines a catalog and a blog to strengthen the SEO structure - Vivat Blog.

• The blog covers users' information needs, strengthens the relevance of the main categories, and increases the time spent on the site and the depth of viewing.
• Each article contains internal links to the relevant product categories, which helps to improve SEO performance and ease of navigation for users.
• This approach allows not only to attract additional traffic but also to increase conversion rates, as users receive valuable information and easy access to relevant products.

Setting Up Filters to Improve Indexing and Usability

Filters are one of the most difficult areas in eCommerce SEO. They are necessary for users, but often create problems with duplicates, crawlability, and indexing.

The main risks:

• Duplicate URLs:

/zhinochi-kurty?color=black&size=m

/zhinochi-kurty?size=m&color=black - technically different pages, but with the same content.

• Indexing of “garbage”: sorting, empty filters, product type parameters - all this clogs up the Google index.
• Query cannibalization: pages with filters begin to “compete” with the main category.

What Promodo Experts Advise:

• Determine which filters have SEO potential (brand, color, purpose) and open them for indexing.
• Other options are to close them through noindex or robots.txt.
• For important combinations, create separate SEO landing pages with optimized URLs, unique text, and technically clean meta tags.
• Make sure that the canonical is correctly configured on the filters so as not to duplicate the main category.

Tip: Instead of indexing all the filters, it is better to make 20-30 “manual” pages for specific queries with frequency. This gives traffic without compromising the structure.

On-Page SEO for Online Stores

On-Page SEO for websites is the basis of systematic optimization of an online store.

Audit of technical errors in eCommerce

Technical errors interfere with indexing and affect rankings. The most common ones are:

• duplicate pages (due to filters, sorting, parameters);
• missing or non-unique image alt tags;
• 404 errors on product or category pages;
• missing or errors in the robots.txt file;
• missing canonical tags or their incorrect use.

SEO-Optimization of Meta Tags for Product Pages

Every product page should have unique and attractive meta tags. In the Title, it is important to specify the product name, brand, and key feature:

Title: Women's winter jacket Columbia Powder Lite - buy in Ukraine

Description: Original women's Columbia Powder Lite jacket ✓ Winter ✓ Warm ✓ Delivery in Ukraine. Order online at [store name].

Avoid using the same templates for all products - it reduces the click-through rate in search.

Improving Snippets for Product Pages

A snippet is the first impression of your product on Google. Make it stand out:

• add structured data (micro-markup);
• include key features and call-to-action in the Description;
• display price, rating, availability.

It increases CTR and trust in the page.

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Optimize Product Pages Through Micro-Markup

Use Schema.org, a micro-markup standard that helps search engines better understand the page.

Recommended for eCommerce:

• Product - product description.
• Offer - price, currency, availability.
• AggregateRating - overall rating based on reviews.
• Review - user reviews

The implementation of micro-markup allows you to enrich your snippets and increase relevance.

Compression, Format, Size: All About Images for SEO

Optimized images speed up your site and improve the user experience. The main recommendations:

• use modern formats (for example, WebP);
• reduce the weight of images without losing quality;
• set alt with keywords;
• adapt the size to the type of device (responsive images).

Optimizing Website Speed: What Affects It and How to Fix It

Loading speed is one of the ranking signals. For website speed optimization, focus on Core Web Vitals:

• LCP (Largest Contentful Paint) - how quickly the main content loads;
• FID (First Input Delay) - when the page becomes interactive;

CLS (Cumulative Layout Shift) - the stability of elements when loading.

You can improve these indicators with the help of:

• Lazy Load for images
• page caching
• font and CSS optimization
• JavaScript minimization

Robots.txt and Sitemap.xml

The robots.txt file allows you to control which pages are indexed by Google. It is important for eCommerce:

• not to close important pages of categories, products, and landing pages; ‍
• to close service pages (cart, login, sorting); ‍
• to avoid blocking CSS/JS required for rendering.

Website rendering is the process of converting the code (HTML, CSS, JavaScript) of a web page into an interactive visualization that we see in a web browser.

The sitemap.xml file should contain only the pages that should be in the index. We recommend separate sitemaps for products, categories, and blog.

How to Implement Multilingualism on Your Website

To ensure correct SEO optimization for multiple language versions of your website, follow these steps:

1. Formation of URLs. Use subfolders with a language prefix, for example:

• site.com/en/ for the English version;
• site.com/uk/ for the Ukrainian version.

The URL of each page should exist in only one version, without duplicates. Avoid simultaneous transliteration and duplication of content for different languages.

2. Setting up hreflang attributes. On each page of the site in the <head> section, you need to specify the appropriate hreflang attributes:

<link rel="alternate" hreflang="uk" href="https://site.com/uk/blog/" />

<link rel="alternate" hreflang="en" href="https://site.com/en/blog/" />

These tags must be present on all language versions of all pages.

3. Linking between language versions.

Language switcher:

• Implement the link through the <a> tag, for example: English, Ukrainian.
• Do not activate the link to the current language.
• The anchor must match the language (for example, "English").

Internal navigation: all links in menus, filters, service pages, etc. should lead to the appropriate language version.

Content links: In the texts of service pages, all internal links must also be linguistically relevant.

In addition, Promodo experts advise:

• Do not use automatic translations without adaptation.
• Avoid duplication of content between languages.

Pagination and Redirection

To set up pagination correctly:

• use rel="next" and rel="prev" (although Google no longer officially supports them, they still help with structuring);
• avoid indexing pagination pages if they do not have unique content;
• for products that are no longer available, set up a 301 redirect to a similar product or category so as not to lose traffic and not create 404.

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Link Building for Online Stores

The more links from authoritative and relevant sites lead to your site, the higher you will rank in search results.

Link replication: analyzing and implementing successful competitor strategies

Using tools like Ahrefs → Site Explorer → Backlinks / Referring domains, you can find out which sites are linking to your competitors. Next, analyze what types of pages are receiving links: blog, categories, SEO for ecommerce website landing pages, affiliate materials.

This helps to build a similar strategy or find outreach opportunities.

How to Get Backlinks Through Guest Articles

Outreach marketing for eCommerce companies is an opportunity to make yourself known through authoritative sources, get quality backlinks, expand brand awareness, and attract new customers.

Create a list of niche media outlets, blogs, and industry resources that match your values ​​and topics, and offer them interesting guest material.

The main thing is unique content, natural linking, and an agreement on attribution.

How to Create Content That Brings Links

Evergreen content is formats that remain relevant for a long time and gain links organically. For eCommerce, these can be:

• review guides (“How to choose a laptop in 2025”);
• comparisons of models or brands;
• ratings of top products;
• internal research on demand, trends, etc.

Such materials increase the authority of the brand and create a backlink base for the future.

What to Do with Broken Links

The Broken Link Building strategy is to find external links to pages that no longer exist and offer your own relevant page as a replacement.

In Ahrefs → Best by links → 404 filter, you can find broken competitor pages and contact the sites that link to them.

Brand Mentions: How to Find and Turn Them Into Backlinks

Use services like Ahrefs Alerts, BrandMentions, Google Alerts to track where your brand is mentioned.

If there is a mention, but no link, write to the administrator with a request to add an active link. This is a simple tactic with a high conversion rate.

Registration on Business Resources and Listings

Simple but effective links can be obtained through registration on popular directories and business platforms:

• Google Business Profile
• Hotfrog, Cylex, Yelp, 2GIS
• Ukrainian company directories, media releases, local partner resources

Important: make sure that the data is the same everywhere (Name, Address, Phone - NAP).

Crowd Links

These are mentions and links in forums, blog comments, and Q&A sites (such as Quora, Reddit). They don't carry the same weight as do follow links, but they do affect brand search, visibility, and authority.

Important:

• choose topics where there is real interest;
• do not “spam” but write to the point;
• use branded or partially keyword anchors.

Collaboration with Influencers

Finding micro-influencers in your niche is another way to get natural links. Look for authors on YouTube, TikTok, or Instagram who are already creating product reviews.

Offer cooperation in the format of a review with a link in the description. The more natural the format is, the higher the credibility and SEO results.

How to Use Content Marketing in eCommerce

Content marketing in eCommerce has two key functions:

• Attracts new users through information requests
• Increases brand trust, expertise, and customer loyalty

The content on the site should not only be of high quality, but also logically connected to product categories through internal links and common key topics.

1. Blog - allows you to cover requests at the upper stages of the funnel - when the user is not yet ready to buy, but is looking for advice or comparing options. This forms the first contact with the brand.

It's also about covering information requests that don't close categories or products. Examples: “How to choose a laptop for studying”, “5 mistakes when buying winter shoes”.

2. Guides and instructions: detailed articles or PDF guides that help in choosing a product or cover a topic in more depth.
3. Video reviews: increase conversion on product pages and bring traffic from YouTube. They can also be embedded in product cards and blogs.

How to Create Effective SEO-Friendly Landing Page Copy

An eCommerce landing page is usually a category, brand page, or a separate SEO landing page for a filter or query. The main purpose of the text on such pages is not only to rank, but also to help the user make a choice. Therefore, the text should be relevant, unique, and easy to read at the same time.

The structure of an effective SEO text:

1. H1 with the main key is clear and natural.
2. A short introduction (intro) - 2-3 sentences explaining the content of the page and confirming the relevance of the query.
3. The main content is the benefits of products, categories, and brands. Here it is appropriate to mention the assortment, seasonality, promotions, and delivery.
4. Answers to questions - a short FAQ-type block or an information paragraph that answers typical user questions.
5. Call-to-action - a call to browse the assortment, use filters, or order a consultation.

Important:

• Each landing page should have a unique text, not a template.
• Key phrases should fit in organically - without oversaturation.
• Bullet points, H2-H3 subheadings, and logical text division work well.
• Avoid “water” and an excessive number of keywords.

What Should Be in the SEO Text for Categories and Product pages

For categories:

• Unique H1 with the keyword.
• Intro paragraph describing what is presented in the category.
• List of subcategories or product features.
• Highlighting the benefits of the store or brands.
• A call to action.

For a product card:

• Name with brand, model, and key parameters.
• Unique description: technical characteristics + benefits for the buyer.
• Availability, price, delivery.
• Block with reviews, ratings.
• Answers to frequently asked questions (FAQ).

For SEO texts, it is important to maintain structure and clear language. The format works well: question - answer, bullet points, lists.

Monitoring Results and SEO Analytics

How to Measure SEO Effectiveness for an Online Store

For online stores, it is important to track not only traffic growth but also the impact of SEO on sales, user behavior, and competitive position.

Key metrics that need to be tracked:

• Organic traffic - the number of users from search engines.
• Positions for key queries - in dynamics, by category and top pages.
• CTR (click-through rate) - click-through rate in search (according to Google Search Console).
• Organic conversions - purchases, inquiries, calls, etc.
• Average time on the site and depth of browsing are indicators of engagement.
• Number of pages in the Google index - to assess the indexing of the structure.

Tools: Google Analytics 4, Google Search Console, Ahrefs, Serpstat.

Benchmarks for Successful SEO Promotion of an eCommerce Website

To evaluate how well your SEO strategy is working, it is useful to focus on real benchmarks.

• Organic traffic growth: according to Promodo, in mid-2024, eCommerce sites received about +23% annual traffic growth. Organic search provides up to 33% of all traffic in digital marketing.

• Conversions from organic: improving the structure, meta tags, and micro-markup usually leads to an increase in SEO conversions by 15-40% from the pre-launch figure (example: from 1% to ~1.5% for mass-produced goods). Promodo's customer web analytics over the past few years have shown a 20-40% increase in SEO conversions within 6-9 months of optimization.

Important: these benchmarks are not absolute goals, but guidelines for assessing the dynamics of the strategy. SEO processes work steadily, not sporadically, so it's more valuable to track trends than points. Successful SEO is a long-term process. It's important to regularly check in with business goals, not just the numbers in analytics.

Instead of focusing only on numbers, Promodo experts advise evaluating SEO performance in the following areas:

• Has the site started to receive more organic traffic from relevant pages (categories, products, blog)?
• Is the number of key queries in the top 10 growing?
• Is the share of organic conversions increasing?
• Which pages generate the most SEO traffic - and does it match your strategy?
• Has your site's appearance in the SERPs improved (through snippets, micro-markup, etc.)?
• Has the indexing structure become cleaner (no duplicates, no junk URLs)?

Example: SEO Strategy for a Mono-Brand

Since 2020, the Promodo team has been working on SEO promotion of the website of Vitto Rossi, a Ukrainian mono-brand shoe and accessories store. Despite high-quality content and a stable link profile, the highly competitive niche did not allow the site to fully scale in the search results. To find new growth points, the specialists focused on technical optimization.

What they did:

• Optimized regional pages: analyzed pages without traffic and clicks, closed ineffective pages from indexing to reduce duplication.
• We set up redirects for products and filters:

For product pages that will never appear on the site again
↓
Added 301 redirect to the category they are associated with.

For product pages that may appear on the site again
↓
Added 302 redirect instead of 301.

For filters with no products
↓
Added 302 redirect to the higher-level page, since in the future products may appear that will be linked to this filter.

Eliminated 404 pages to reduce traffic loss and improve user experience.

Results:

• Increase in pages in the top 3: from 1.85% to 16.79%.
• Organic traffic growth of +44% year-on-year.
• Improved coverage of local queries thanks to regional pages and content.

The results proved that even in a saturated “red ocean”, SEO can provide stable growth - provided a systematic approach to technical solutions and support for quality content.

Conclusions

SEO for eCommerce is not a one-time action, but a systematic work that includes technique, structure, content, and external signals. For an online store to grow steadily in search, it is important to:

• Thoughtfully organize the structure of categories and filters;
• regularly analyze competitors and adapt the strategy;
• create high-quality, unique content for real requests;
• work with micro-markup, site speed, and images;
• build natural backlinks and develop a blog;
• constantly monitor results and improve what works.

Organic traffic is a long-term asset. And it is SEO that allows online stores to get it steadily, regardless of paid campaigns.

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